The online destination for those seeking the latest on ‘better for you’ wines

June 15, 2021
By Ioni Doherty

To meet the increasing demand of consumers for wines that align with their lifestyle choices, Fourth Wave Wine has launched ‘the Conscious Drop’ – an online information hub on new generational wines.

“If you’re looking for a great tasting zero alcohol sparkling wine, preservative free, vegan or organic – basically anything that supports those looking for a healthy or environmentally friendly wine – then you can find it on the Conscious Drop online platform,” said Ross Marshall, general manager, Fourth Wave Wine.

“We are really excited about the concept because it will give wine lovers who are looking for alternatives to mainstream wine the opportunity to find out more about the wide range of choices available to suit their particular need or taste preferences. The content will evolve over time so it will be a great ‘go to’ lifestyle resource with tips, recipes, stories and advice. It has been a labour of love to bring it to fruition and we have some exciting partnerships and opportunities to be announced in the coming months,” he said.

Retail partner Irene Falcone from Sans Drinks said the initiative was a great example of the energy and initiative Fourth Wave Wine has to tap into the changing needs of customers, in particular the new generation of wine drinkers who like to purchase products with purpose.

“Younger wine drinkers tend to think more carefully about the products they buy and like to feel they are making a difference to the environment or are aligned ethically with the production method and ingredients, such as choosing organic, vegan or low carbon footprint.  Fourth Wave Wine have been quietly excelling in this space for many years now and we are looking forward to see what other exciting initiatives they have planned,” said Falcone.

Fourth Wave Wine’s socially conscious footprint

Since Fourth Wave Wine was established in 2009, the company has planted over 200,000 trees and helped WIRES to assist over 1100 wombats and fund the care of many more years into the future.

“We are so proud of the initiatives in place enabling us to give back from the sale of our wines by aligning with charities and organisations that make a positive difference to the environment and nature,” said General Manager, Ross Marshall.

Last year, Fourth Wave Wine partnered with wildlife rescue organisation WIRES to support the work it does in rescuing and treating wombats facing threats from habitat loss, vehicle collisions and disease.  

Through the company’s partnership with Carbon Neutral, last year Fourth Wave Wine raised funds from sales of its Tread Softly wine range to plant 100,000 trees as part of a reforestation program. 

Launched three years ago, Tread Softly is one part of an expanding portfolio of Fourth Wave Wines that seek to lower the impact to the environment and which are lighter in alcohol.  The wines are crafted to minimise these impacts by working with more vignerons utilising conservative vineyard and water management. The vines are mostly dry-grown and utilise skilled canopy management to help control ripening and vigour.

Marshall said that close relationships in the wine industry and anticipating the evolving habits of consumers had given them the impetus keep trying to innovate to meet consumer needs in the rapidly expanding ‘wellness wine’ category.

“Brands such as No Evil (organic/vegan friendly) and Plus and Minus Zero Alcohol are achieving significant growth since launch which is exciting to see and we are now looking at range extensions for some of our more popular brands.  We have just launched Funky Monkey, a zero-alcohol range extension to No Evil, which we anticipate will do really well. It’s made with premium South Australian grapes using small batch boutique wine-making techniques in a choice of three varieties: Blanc de Blanc, Pinot Grigio and Pinot Noir with the latter two vegan friendly,” said Marshall.  

“Now with the launch of the Conscious drop, as we continue to expand our range, health-conscious and sustainability focussed customers will have quick and easy access to a wide range of products to suit their needs all in one place,” he said.

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